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So, as part of my next to last class for my MBA, we had to do an analysis on Kraft Foods Group Mission, Vision and Value statements. Here are the fruits of that effort, let me know what you think. Also, please be aware that this is only to be used as a reference tool and not copied to complete an assignment. If you do utilize parts of this assignment ensure you are properly referencing and attributing the work.
Thank You!
Thank You!
Executive Summary
This paper was written to
identify and analyze Kraft Foods Group, Inc.’s Mission, Vision and Value
statements and recommend changes to better line up with the company’s goals.
·
Mission Statement - to be North
America’s best food & beverage company
·
Vision Statement – make a legacy
·
Values Statement - responsibility
·
The Mission, Vision and Values
statements all tie into each other and work with each other
·
The company’s stakeholders are
properly taken care of
·
Kraft’s Mission statement has an
admirable goal and one that can be measured. However, looking at it from outside of the company it is an
unattainable mission and should have attainable concepts
·
The Vision and Value’s statements
are effective and do not need any revision
·
Kraft has done a
good job at defining their company’s Mission, Vision and Values in a concise
manner, and they are focused
Introduction
As
a new company, even though the company heritage has been around for over 100
yrs, Kraft Foods Group, Inc. has done a good job at defining their company’s
Mission, Vision and Values in a concise manner. However, as with most anything, improvements can be made. This paper will take a deeper look at
those three statements to see if any improvements can be made. We will accomplish this by identifying,
analyzing and drawing relationship of alignment between these statements and
the stakeholders of the company.
Company's Mission Statement and Analysis
Kraft
Foods Group, Inc, has as their mission statement: “to be North America’s best
food & beverage company” (Welcome, 2012). This is a pointed succinct mission
statement that holds a lot of information. We could gather from this statement that their ultimate goal
as a company is to be the absolute best in every category, such as quality, delivery,
taste, availability of product and as an employer. As a mission statement it accurately, “describes the overall purpose of the organization” (McNamara, 2009) as written
about by Dr. Carter McNamara in his article on developing the three statements
we are talking about. Obviously,
one would hope that such a large corporation, as Kraft, would be able to define
an accurate mission statement and it appears they have.
Company's Vision and Analysis
After
a thorough analysis of the company website and descriptions about themselves it
appears that the company’s vision is: “make a legacy” (Welcome, 2012). This was not an easy find, even though
it was on one of the first pages a visitor to the website sees. It appears that this vision is a good fit
for what Dr. McNamara write about a company’s vision as being a “vivid description of the organization as it
effectively carries out its operations” (McNamara, 2009). Kraft is relying heavily on their past
legacy that started back in 1903 and has continued through to this day. From an outsider’s perspective, this
vision is one that is both moving emotionally and motivationally. Emotionally in that it is reflecting on
the past and how one man’s vision has made such an impact on the world today,
and motivationally by invoking everyone associated with Kraft Foods Group, Inc
to conscientiously think about how what they do today will create a lasting
legacy on the world in the future.
In this author’s first, and so far only, blog, this idea of a lasting
legacy addressed in that a business should not only be concerned with the
bottom line, but also with what they are leaving behind as a legacy. The vision of Kraft Foods Group, Inc is
definitely comprehensive and on point.
Company's Values and Analysis
While
Kraft does not come out directly and state their values, there are multiple
statements that allude to the company’s values that can be summed up in one
word…Responsibility. Under the tab
responsibility, it has a heading of “make some good”, and a short paragraph
that states, “From changing our packaging to promoting healthy lifestyles, we
continue to evolve the way we do business to reduce our environmental impact
and enhance our contributions to society while delivering outstanding financial
performance” (Responsibility, 2012). While they mention multiple focuses on
consumers, the environment, society and their shareholders, it all stems back
to a responsibility the company feels to make some good. While this may not actually be their
values statement it is a good description of the overall feeling one gets when
looking at their website and seeing what the company is promoting.
Alignment of Company's Mission, Vision, Values, and
Goals With Stakeholders' Interests
An
article on 12manage.com titled Stakeholder
Analysis mentions 12 stakeholders a company my come into contact with (Stakeholder Analysis, n.d.), however this
section will only address 5 specific stakeholder categories: Stockholders, Consumers, Employees,
Government and Communities.
The
Mission, Vision and Values statements all tie into each other and work with
each other. While a quick summary
of how these stakeholders are affected could be accomplished, a larger impact
of the alignment can be realized more effectively by using Kraft’s exact words
from their website when dealing with each stakeholder individually. With this being said, stockholders are
taken care of because of the company’s focus on a, “Strong
Corporate Governance” by, “Disclosure of the board's processes…Independence
of a majority of the directors…Respect for shareholder rights…Compliance with
legislation and regulations” (Corporate Governance, 2012). Consumer’s needs are met because the
company focuses on first “Food Safety and Quality” (Responsibility, 2012), and secondly
by focusing on “Health & Well Being” by “Bringing Nutrition Resources and
Education to Consumers” and “Helping People Make Better Choices” (Health & Well Being,
2012). The employees are aligned with the
company’s Mission, Vision and Values as evidenced by their statement that, “We will treat all employees with the respect they
deserve. We will provide them with
a safe workplace. And we will
inspire them to do great things” (Our Workplace, 2012). Government as a stakeholder is address
by Kraft Foods Group, Inc by their statements that they have, “A
Commitment to Operate in Legal Compliance and with Integrity” (Compliance and Integrity, 2012). A commitment to the communities that
are affected by Kraft can be seen on their page devoted to community
involvement, they state how they are committed by, “Community Partnerships:
Fighting Hunger & Encouraging Healthy Lifestyles…Lending a Hand When
Disaster Strikes: Humanitarian Aid…Promoting Volunteer Service to Drive Change”
(Community Involvement, 2012). Lastly, we can see that their Mission,
Vision and Values statements apply to everyone, everywhere because of their
recognition of a responsibility of, “Sustainability – Protecting our
Resources…Making a
Sustainable Difference…Agricultural Supply Chain…Environmental Policy” (Sustainability, 2012).
Recommended Changes
Kraft’s
Mission statement has an admirable goal and one that can be measured. However, looking at it from outside of
the company it is an unattainable mission. Their mission could be more focused to invoke a feeling of
attainability by all employees.
Just being the best is too generic. If they could determine some initial categories such as
largest retailer or highest sales, and then add to those categories as they
progress, an added sense of accomplishment could be garnered each time they hit
their targets. Their Vision
statement to make a legacy is well thought through. It helps that the legacy is already in place and does not
take much effort to promote a furthering of the legacy already in place. For their Values statement, it is this
author’s opinion that for a company of their size to realize that they do have
a responsibility to their stakeholders and that their business affects so many
different avenues is promising.
One could not have come up with a better Values statement than what
Kraft Foods Group, Inc has accomplished in doing.
Conclusion
Hopefully,
throughout this paper, one is able to see the relationship of Kraft Foods
Group, Inc’s Mission, Vision and Values statements and how they directly affect
their stakeholders. By
identification and analysis of each of the three statements, we could see that
Kraft truly has done a good job at defining their company’s Mission, Vision and
Values in a concise manner, and while some recommendations were made to adjust
their mission statement overall they are focused.
References
Community Involvement.
(2012). Retrieved October 20, 2012, from Kraft Foods Group:
http://www.kraftfoodsgroup.com/About/community-involvement/community-involvement.aspx
Compliance and
Integrity. (2012). Retrieved October 20, 2012, from
Kraft Foods Group:
http://www.kraftfoodsgroup.com/DeliciousWorld/compliance-integrity/index.aspx
Corporate Governance. (2012). Retrieved October 15, 2012, from Kraft Foods
Group: http://www.kraftfoodsgroup.com/Investor/corporate-governance/index.aspx
Health & Well
Being. (2012). Retrieved October 20, 2012, from
Kraft Foods Group:
http://www.kraftfoodsgroup.com/DeliciousWorld/healthandwellbeing/index.aspx
Heathfield, S. M. (2009). Build a Strategic Framework Through Strategic Planning. Retrieved
October 15, 2012, from About.com:
http://humanresources.about.com/cs/strategicplanning1/a/strategicplan.htm
McNamara, C. (2009). Basics
of Developing Mission, Vision and Values Statements. Retrieved October
2012, 2012, from Free Management Library: http://managementhelp.org/strategicplanning/mission-vision-values.htm
Our Workplace. (2012). Retrieved October 20, 2012, from Kraft Foods
Group:
http://www.kraftfoodsgroup.com/DeliciousWorld/workplaceandculture/index.aspx
Responsibility. (2012). Retrieved October 15, 2012, from Kraft Foods
Group: http://www.kraftfoodsgroup.com/DeliciousWorld/index.aspx
Stakeholder Analysis. (n.d.). Retrieved October 15, 2012, from 12Manage:
http://www.12manage.com/methods_stakeholder_analysis.html
Sustainability. (2012). Retrieved OCTOBER 20, 2012, from Kraft Foods
Group: http://www.kraftfoodsgroup.com/DeliciousWorld/sustainability/index.aspx
The Business Vision
and Company Mission Statement. (2007). Retrieved
October 15, 2012, from QuickMBA: http://www.quickmba.com/strategy/vision/
Welcome. (2012). Retrieved October 20, 2012, from Kraft Foods
Group: http://www.kraftfoodsgroup.com/welcome.aspx
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